Fortis Hospitals Mumbai operates across Mulund, Vashi, Kalyan, S.L. Raheja Mahim and Hiranandani Vashi - the largest hospital network in the city. The brief was not a one-time campaign. It was an ongoing partnership: covering the full breadth of what a major multi-speciality hospital network communicates, from directional signage inside the building to outdoor campaigns across Mumbai, from day-to-day department promotions to high-profile brand moments on the city's biggest platforms.
Getting the fundamentals right, first.
Before the city-facing work could begin, the inside had to work. Hospital wayfinding and OPD signage was designed for key departments across facilities - Neurology, Pulmonology, Radiology, Urology, Rheumatology, Haematology, Dermatology and more - building a system that helped patients navigate a large, complex environment with clarity and calm. That same rigour carried into department-level communication for Cardiology, Orthopaedics, Neurology, Emergency, Oncology, Critical Care, and General Surgery, each given its own voice within the Fortis brand system.
Copy that does what healthcare copy rarely does.
Each department campaign was written to earn attention, not just provide information. Cardiology became "Taking care of Mumbai ki Dhadkan for decades, without skipping a beat." Neurology became "We understand that every brain is wired differently." The Emergency unit became "Because every second counts."
The Liver Transplant campaign became "BeLiver and Live Longer", built around a real clinical milestone: Fortis outscored the global liver transplant benchmark of 75–80% with an 83% success rate across 100 consecutive surgeries. Headlines like these did not just communicate services - they built belief.
Campaigns built around what the city needed to know.
Speciality campaigns ran across OOH, DOOH, and social media for Precision Oncology, Bone Marrow Transplant Unit launch at S.L. Raheja, the Fortis Nest maternity programme, Brain Tumour Clinic, Knee Replacement with Robotic Surgery, Childhood Cancer awareness, Diabetes management and Sepsis awareness. Each campaign translated complex medical capabilities into human, accessible language. The Sepsis awareness series used the hashtag #EveryInfectionMatters to shift public perception from indifference to urgency.
Mumbai ki Dhadkan - the campaign that became an identity.
The Mumbai ki Dhadkan campaign began as a World Heart Day initiative and grew into something larger: a brand expression that positioned Fortis as Mumbai's own hospital, not just a healthcare chain operating in the city. The campaign ran across OOH, DOOH, and social media, building awareness about heart health while cementing the emotional connection between Fortis and the spirit of Mumbaikars.
When Mumbai Diaries came to Fortis.
Fortis's identity as Mumbai ki Dhadkan made a brand association with Amazon Prime Video's Mumbai Diaries Season 2 not just logical, but natural. A fictional medical drama set in Mumbai, starring Mohit Raina and Konkona Sen Sharma, it was a show about frontline hospital workers - the exact world Fortis inhabits in real life. The association was executed across co-branded creatives and a pre-release screening hosted at Fortis Hospital, Mulund, with lead actor Mohit Raina in attendance. The work positioned Fortis not as a sponsor, but as a genuine extension of the show's world.
An ongoing relationship, not a project.
From hospital corridors to Mumbai's streets to Amazon Prime Video's platform, the work for Fortis covered every touchpoint a major healthcare brand touches. The common thread across all of it was a refusal to let healthcare communication be clinical for the sake of being clinical. Every piece was written and designed to speak to people first and patients second.
